Group 1Megan Cabrera, Blake Coffin, Diana Colgrove, Jordan Elliston

Agenda

• Background• Instablogger• Strategy• Examples• Conclusion• Going Forward

Background

Every second… gains one new user

60 photos are uploaded

Source: Digital Buzz Blog

As of June 2012:• Federal Trade Commission reviewing acquisition• Facebook received a “second request” from FTC• Request extends review period • Facebook anticipates deal to close by Dec 2012

Current News

iCloud Photo Stream• Service update• Adds: sharing, commenting (from certain

devices), and videos

Competitors

Competitors

HD Pro Cam• Additional options and tabs,

“awesome” tab• Featured section, managed by Tadaa• Trending, voted by users• Photo display shows comments next

to images• 22 filters versus ’s 16,

filters applied in real-time• Earn Tadaa dollars with each like and

comment• No hashtags (yet)

Competitors

• Allows video sharing• Gamification: earn badges and

points• Online platform• Unique hashtag categorization

feature• 14 filters• Excellent ratings: 4.6/5 stars on

Google Play, 4.5/5 stars on

• Desktop Viewing– Instagrille– Gramfeed– Extragram– Instadesk– Statigram

Instagram Trends

• Contests• Making

Tangible: The Business of – Printstagram– Stickygram– Postagram– Canvas Images

Instablogger

Marketing:• Registered blog with Google, Yahoo!, Bing, & StumbleUpon• Created “Instablogger” Facebook page• Posted presentations to SlideShare (126/71 views)• Tagged blog posts for ease of searching (154 tags)• Chose blog topics strategically

• Posted about what people were looking for (i.e. camera)

Finding Our Blog

1. Google Search/Images

2. Yahoo! Search

3. Bing/Bing Mobile

4. WordPress5. Facebook

6. mgt253.wordpress

7. StumbleUpon

8. SlideShare

What Were People Looking For?

Instablogger Visitors

Instablogger TrafficTotal Blog Views 813

Best Day 59 (May 2)

Number of Posts 33

Top Post Instagram Contests: A Winning Idea?

Number of Comments 26

Number of ‘Likes’ 24

Number of Followers 7

“It’s arduous to search out educated people on this matter, however you sound like you recognize what you’re speaking about! Thanks” - Ena Plohr

“Helpful information. Lucky me I discovered your site by accident, and I am surprised why this accident didn’t came about in advance! I bookmarked it.” – tv case

Measuring Consumers’ Response to

Strategy: Social Metrics

April 2011 – April 20121600% User Base Growth

Social Metrics Stats

December 2011Named iPhone App of the Year

2012, Every Month1.8 Million Posts on Twitter

About Instagram

As of May 1, 201250 Million Users

1 Billion Photos Uploaded

Groundswell Objectives

• Listening: companies can search using hashtags for visual feedback

• Talking: contest opportunities – votes submitted through ‘likes’

• Energizing: each customer can be an ambassador through unique and customizable photos of products/brands

• Supporting: meet-ups• Embracing: releasing their API, allowing

other companies to incorporate photos on their own applications

Business Strategy

‘s Differentiation Strategy•Not your typical camera application•Retro/vintage style

Awareness

• Through hashtags consumers become aware of new competitors in familiar industries

• Through friends’ pictures of products

Word of Mouth

• Discussing photos with friends• Showing friends other user photos• merchandise • Printable photo camera• Insta meet-ups

Engagement

• Companies encouraging users to upload photos through contests

• Release of the API to encourage modifications and new uses

• Easy upload to Japan’s Mixi and China’s Sina Weibo

• Visiting on your desktop to view larger photos

Marketing Strategy

Creating Awareness Utilization of Contests

Examples

Billabong Asia

• Billabong is a surf apparel leader in the USA and wanted to build international recognition

• Facebook contest: • Once they reach 200,000 fans

on Facebook’s Billabong Asia page, they will give away a $2,000 wardrobe

• Currently promoting this contest through and also featuring an feed on their Facebook page

Billabong Asia

Energizing:•Making it possible for customers to market to each other •Go to ‘like’ the Facebook page, building a community of customers that interact and talk about the brand

NH Hotels, Europe

• headquartered in Spain

• #wakeuppics campaign• Take pictures of things indicative of a fresh, positive attitude,

perfect to wake up to• Take pictures on and upload them to Twitter

NH Hotels, Europe

• Extremely successful: 600 photos within two weeks• NH Hotels embraced users by creating a temporary

display of 30 photos at the NH Palacio de Tepa in Madrid• Instagrammers continued to upload photos with

#wakeuppics so NH Hotels launched an international campaign and an exhibit will take place in Berlin

Website for viewing submissions

National Geographic

• First brand to partner with

• Untamed Americas project: what does “Untamed Americas” mean to you?

• Follow @natgeochannels, hashtag photo #untamedamericas

• Best photo will be uploaded to National Geographic website + an assortment of prizes

National Geographic

Insights:

Due to its UI and features, holds the record for the fastest app to reach 1 million downloads.

The competition among photo-sharing apps has intensified, with the question being “what will be the next ?”

is a valuable marketing tool that allows consumers to experience brands in a whole new way:

users are engaged while they create.

Conclusion

We plan to keep Instablogger on the WordPress site, using our blog as a personal marketing tool for our

future career searches.

Based on news and trends, it is possible that one or more of the Instabloggers may choose to write new posts.

In addition, our experience with Instablogger has motivated us to blog about other topics of interest.

Moving Forward

Any Questions?